Philadelphia Creates Lactose Free Version After Facebook Request In Italy
Launch Commercial Features Women Who Requested Product Via Social Media
Editor's Pick
In Italy, Philadelphia Cream Cheese proved that it really does listen to, and communicate with, its fans on Facebook by creating a brand new lactose-free variant. The brand was responding to four lactose-intolerant customers who happened to post on the brand's Facebook page about the lack of a lactose-free version of the cream cheese snack. The posts were in September last year; by this November, the brand had created the new product and it's now available throughout Italy. Agency Proximity BBDO and client Mondelez claim it's the first time a new food product has been created due to a Facebook request.
The product's launch commercial, seen here, shows the four original women being invited to Milan to sample the new product.
Credits
- Date
- Dec 05, 2013
- Agency :
- Proximity BBDO - Italy
- Brand :
- Philadelphia
- Client :
- Philadelphia
- Executive Creative Director :
- Stefania Siani
- Executive Creative Director :
- Federico Pepe
- Digital Creative Director :
- Emanuele Vioria
- Digital Creative Director :
- Andrea Jaccarino
- Copywriter :
- Alessandro Lapetina
- Art Director :
- Davide Di Gennaro
- Head of Social Media :
- Nicola Guarino
- Agency Producer :
- Tomasso Fajdiga
- Agency Producer :
- Alice Vianello
- Production Company :
- The Family
- Director :
- Edoardo Lugari
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